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Mcom 341 week 10 summary
 

Mcom 341 week 10 summary

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    Mcom 341 week 10 summary Mcom 341 week 10 summary Document Transcript

    • MCOM 341<br />Week 10 Summary<br />CLASS 1: Out-of-Home Media, Direct Marketing, and Specialty Advertising<br />Definitions:<br />out-of-home media  Media such as outdoor advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes.outdoor advertising  An out-of-home medium in the form of billboards.bulletin structures  Types of outdoor advertising meant for longterm use and that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure. 14’h x 48’w.30-sheet poster panel  The basic outdoor advertising structure; it consists of blank panels with a standardized size and border. Its message is first printed on large sheets of paper and then mounted by hand on the panel. 12’h x 25’w.eight-sheet posters  A type of outdoor advertising offering a 5-foot by 11-foot printing area on a panel surface 6 feet tall by 12 feet wide. Commonly found in areas with pedestrian and drive-by traffic. Best for audiences near the point of purchase.digital billboardsElectronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas. Several advertisers may rotate on a single digital billboard. Cost $1200-$10,000 per month, depending on location.transit advertising  An out-of-home medium that actually includes three separate media forms: inside cards; outside posters; and station, platform, and terminal posters.inside card  A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the windows of a bus.outside posters  The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of bus, and front of bus.terminal posters  One-sheet, two-sheet, and three-sheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (three-dimensional scenes), and clocks with special lighting and moving messages.cinema advertising  Advertising in movie theatersmobile billboard  A cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares.direct marketing All forms of advertising sent directly to prospective customers, such as direct mail, email, catalogs, brochures, self-mailers, sales letters, business-reply cards, statement stuffers and house publications.advertising specialty  A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program.premium  An item offered free or at a bargain price to encourage the consumer to buy an advertised product.<br />Other Concepts:<br />Buying Outdoor Advertising: <br />100 showing = 100 gross rating points (GRP) daily 1 GRP = 1% of the populationHow many billboards to achieve exposure to the equivalent of 100% of the population?Can purchase 75, 50 or 25 GRP’s for less saturationStandard billboard is $550-$2000/month per locationAverage CPM = $1.45<br />Total GRP = daily GRP x days of campaignExample: 25 daily GRP x 30 days = total GRP of 750<br />Highway Beautification Act (1965): controls advertising on U.S. interstate highways and other federally subsidized highways. <br />Buying Transit Advertising: <br />Transit advertising is purchased per unit per vehicle<br />Reach measured in gross rating points (GRP)<br />Frequency/commitment discounts apply<br />Buying Direct Marketing: <br />Direct mail and email are priced by a CPM (cost per thousand) addresses. For example, an advertiser wants to send a mail piece to 100,000 people at $50 per thousand, the total price of the piece is = 100 x $50, or $5,000.<br />CLASS 2: Creative Strategy and the Creative Process<br />Definitions:<br />creative director  Head of a creative team of agency copywriters and artists who is assigned to a client's business and who is ultimately responsible for the creative product—the form the final ad takes.art director  Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together.copywriters  People who create the words and concepts for ads and commercials.creative strategy  A written statement that serves as the creative team's guide for writing and producing an ad. It describes the most important issues that should be considered in the development of the ad (the who, what, where, when, and why), including the objective of the advertising; a definition and description of the target audience; the key benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and, generally, what the copy should communicate.message strategy  A simple description and explanation of an ad campaign's overall creative approach—the main idea, details about how the idea will be executed, and a rationale. The elements of a message strategy include verbal, nonverbal, and technical components. Also called a copy platform. <br />Other Concepts: <br />Elements within the Creative Strategy:<br />Problem the advertising must solveAdvertising objectiveTarget audienceBenefit statementSupport statementBrand personalitySpecial requirement(s)<br />Fact-Based Thinkers: linear thinkers who like hard data to analyze and control. Logic, structure & efficiency. <br />Value-Based Thinkers: make decisions based on intuition, values, and moral codes. Good at using their imaginations. <br />The Roles of Creativity in Advertising:<br />InformRemind“Boom”Persuade<br />Individual Roles within the Creative Process:<br />ExplorerInsightObjectiveBrainstorm<br />ArtistDevelop“Big Idea”ParodyEliminateCompare ConnectReverseImagine AdaptConcept Transformation Implement:CreativePyramidActionDesireCredibilityInterestAttention<br />JudgeRisky,DelicateDecisions<br />WarriorOvercomeObstaclesPresentto Client<br />